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 An Analysis of the strategies used by Coca-Cola to target specific demographics

 An Analysis of the strategies used by Coca-Cola to target specific demographics. Deciphering Adverts . Semiotics – Founded by Swiss linguist Ferdinand de Saussure Further developments by Post-Structuralist Roland Barthes

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 An Analysis of the strategies used by Coca-Cola to target specific demographics

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  1.  An Analysis of the strategies used by Coca-Cola to target specific demographics

  2. Deciphering Adverts • Semiotics – Founded by Swiss linguist Ferdinand de Saussure • Further developments by Post-Structuralist Roland Barthes • A formula devised to understand what an image is try to communicate or represent. • Signifier+Signified=Sign • Signifier = image • Signified = image representation • Sign = association of the image as the quality of what it represents

  3. Brand Awareness • Reaching Mass Audiences • Sponsorship – World Cup and the •Olympic Games • They bring different genders and •age groups together. • These events have similar brand •values to Coca-Cola

  4. Coca-Cola • Open Happiness Campaign • Iconic contour bottle shape • Sans Serif type • Coca-Cola red • Trademarked slogan • No people used • Generating a feeling • A wide demographic is targeted

  5. Unethical Practices • Indian Bottling Plants • Groundwater resources •depleted • Factory waste discharged into •rivers, fields and groundwater • ‘Fertilizers’ from by-products •found to be to toxic • Cadmium and lead – can cause •birth defects and miscarriages

  6. Coca-Cola Zero • Wayne Rooney Campaign • Targets 20-something males • Athletic – Health conscience • Success – Plays for one of the most •successful football teams in the •world • Is not associated with the feminine •Diet Coke brand http://www.youtube.com/watch?v=78ausqvoQOA

  7. The Myth • Image of Wayne Rooney and Coke Zero is only denoting a person and a drink • Attributes/values of Wayne Rooney - young, athletic, successful male • Connotation - The visual representation of Wayne Rooney suggests that Coke Zero is part of his attributes. • A myth is built

  8. Artificial Sweeteners • Sodium Cyclamate • Banned in America in 1969 • Tests show that it is carcinogenic • Venezuela has banned the sale and •production of Coke Zero • Aspartame • British and US versions use aspartame • Over 75% of adverse reactions to food •additives reported in the US • Research indicates conditions like •Alzheimer’s and Multiple Sclerosis may •be caused

  9. Summary • Have these adverts worked? • Sales in Britain of Coca-Cola, Diet Coke and Coke Zero •reached the £1 billion in 2009 • Great result considering being in the worst global •recession since the 1930’s • Open Happiness – tapping into the mood of the nation•

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